The Shanghai office of the Japan External Trade Organization (JETRO) has opened a limited-time pop-up store showcasing Japan’s lolita fashion scene.
The distinctive street style draws inspiration from Victorian and Rococo-era clothing, featuring elaborate dresses with lace, ribbons and full skirts, often paired with accessories such as headpieces and gloves.
A pop-up store featuring Japanese lolita fashion in Shanghai on July 16. (©Sankei/Shohei Mitsuka)
Winning Over Young Consumers
The style has been gaining popularity among China’s Generation Z consumers, with some estimates suggesting that more than 8.6 million people in China purchase lolita fashion items.
Located in a shopping complex on East Nanjing Road, a major commercial street in central Shanghai, the store features products from around 20 Japanese lolita fashion brands and will operate through late August.
A pop-up store featuring Japanese lolita fashion in Shanghai office on July 16. (©Sankei/Shohei Mitsuka)
The pop-up store offers a range of items, including dresses and accessories, while events featuring Chinese influencers are also being held as part of the campaign.
“Lolita fashion in China is attracting attention as a growing market, and interest in Japanese brands is also increasing,” said Xu Xiaolei of JETRO’s Shanghai office. Xu expressed hope that the event will help promote Japanese lolita fashion brands in China.
(Read the article in Japanese.)
Author: Shohei Mitsuka, The Sankei Shimbun
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